Measurement

It would probably be fair to call 2024 the year that CTV went programmatic and became a digital performance channel.

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.

Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.

Change is hard for a company like Nielsen, which has been around so long it even predates the first publicly available television sets.

TV measurement is migrating from traditional sample-based systems to solutions built on big data. In other words, measuring TV audiences is becoming an incredibly complicated task, and almost no one knows that better than members of the Coalition for Innovative Media Measurement (CIMM).

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …   

Nielsen has received accreditation from the MRC for a product that integrates a broadcaster or media company’s first-party streaming data into Nielsen’s TV panel ratings.  Plus, Google launches a curation service that bundles ad inventory within its own Google Ad Manager.